According to Forbes, former Apple executive and J.C. Penney chief Ron Johnson and his new online retailing company Enjoy Technology announced that they had secured $50 million in a round of funding led by Highland Capital.

The company did not disclose its valuation following the round, only noting that it had raised about $80 million to date.

'Since launching in May, we have been thrilled with the high-quality experiences we've been able to deliver for our customers, partners and employees,' said Enjoy CEO Johnson in a statement.

Currently available in New York City and the San Francisco Bay Area, Enjoy allows consumers who shop on its site and partner sites to receive free hand delivery of their tech devices from experts, who can set up or install the products and train buyers on how to use them. Enjoy focuses on selling high-end consumer electronics. As of Wednesday, its site featured everything from GoPro cameras to DJI consumer drones to Sonos speakers.

Enjoy's funding comes on the heels of the launch of Jet.com, which is attempting to compete with the world's largest online retailer, Amazon.com AMZN +0.37%, by promising lower prices. Enjoy is also looking to challenge Amazon in the high-end consumer electronics category by offering a potentially better sale and delivery experience in which a consumer can test and learn how to use a gadget.

'As devices become more complicated and intertwined, Enjoy's vision for a revolutionized customer experience represents the next stage in disruptive commerce,' said Highland Capital Partner Peter Bell in a statement. 'Enjoy not only solves a major problem for customers, but offers manufacturers a valuable new channel for meaningful engagement with limited overhead.'